Conservo: Time, the Earth, and Lory's Dream

It all began with a chance encounter: 1999 and the Central Market. Just like the bread she baked for years, Lory’s dream also needed time, warmth, and dedication to rise. That same patience we now apply to waiting for our olives to ripen or for a salami to age slowly in Chianti.

The story of Conservo began in 1999, amid the lively shouts and intense aromas of Florence’s Mercato Centrale. In those years, Lory decided to open her first shop. She didn’t want just any store, but a place that would become a guardian of the art of baking and, above all, of Tuscan culinary traditions.

From hands in flour to hands in the soil. Conservo wasn’t created to sell products, but to bring that feeling of “warm, freshly baked bread” to your entire pantry. We sought out like-minded producers who share Lory’s vision: people who love what they do.

Amid the historic stalls and the faces of the Florentines, we learned the most important lesson: there are no shortcuts to quality.

The Art of Preservation

Why did we choose the name Conservo? Because we believe that food is the most powerful vehicle for memory.

• We preserve the secrets of small farms that still operate the old-fashioned way.
• We preserve the seasonal flavors of our organic garden and our olive groves in the Florentine hills.
• We preserve the authenticity of flavors, from a slice of Chianti salami to the lingering aroma of a freshly harvested truffle.

Today: From the Workshop to the Hills

Over the years, Conservo has grown. Today, we are more than just our historic shop in the heart of Florence. We are the stories we share with you, the insights we reveal during tastings, and the land from which everything originates. We have taken our philosophy beyond the city walls, into our olive groves and woods, so that anyone can experience the authentic essence of Tuscany firsthand: hands stained with earth, toasts at sunset, and unforgettable flavors.

The Seal of Lory

Even today, every product we select and that you find on our shelves—whether physical or digital—must pass a fundamental test: we have to like it, but above all, Lory has to like it. She continues to be our guiding light: her expertise is the filter that ensures what ends up on your table is authentic, genuine, and limited in quantity. Because true excellence cannot be mass-produced.

Today, when you open a jar of Conservo or stroll through our market stalls, you’re not just tasting and experiencing Tuscany. You’re becoming part of the dream of a woman who decided to transform...